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This study aims to achieve broad insights into perceptions and attitudes of Turkish digital immigrants (DI) and digital natives (DN) toward native advertising (NA) format.

Based on extant review of literature, semi-structured interview questions helped to solicit subjective interpretations, perceptions and attitudes of Turkish consumers toward NA format. In-depth interviews with 36 participants were conducted.

The study gains new knowledge on issues related to NA format, such as self-determination of viewing, privacy and accuracy of information. Findings provide whys and wherefores for these undiscovered issues, as well as for preexisting themes such as format recall and recognition, disclosure, communication/marketing aims, attitudes toward NA format, brand and publisher, NA placement and “nativity” of the format. In terms of perceptions and attitudes of DIs and DNs, both similarities and differences exist. DNs consider viewing NA content under their own initiative, so their perceptions and attitudes toward NA are shaped accordingly.

The interviews were carried out in a single setting; with a convenience sample of consumers living in Izmir, Turkey. Certain age and education levels were considered desirable as main criteria for selection.

The study identifies consumer concerns on the NA format and content; and provides suggestions for advertisers, publishers and ad professionals on disclosure, relevancy and frequency of exposure, which can be applied in practice. Implications for public policy are also discussed.

This is the first known study to explore perceptions and attitudes of DIs and DNs toward NA format in the Turkish context. This study uncovers and discusses insights into underlying reasons of DI/DNs’ perceptions and attitudes. The study extends prior findings of quantitative research on NA, offering fruitful insights for future research.